Why didn't anybody try to outbid Disney for Lucasfilm?

There's a book excerpt that makes it clear that there was a chance for somebody else to show up with a competing offer for the company.

Given that Disney had just seen The Avengers become a cultural phenomenon and had loads of follow-ups in the works, why the fuck did the rest of Hollywood just sit there and let them have the literal Death Star? You can, at least, take News Corporation (getting ready to split in two), Comcast (needed to buy NBCUniversal outright), and Sony (doesn't splurge) out of consideration...though News Corp. may have made an exception, for obvious reasons.

Also, it's thoroughly incomprehensible to me that the studios are obsessed with franchises and tentpoles, and yet, after seeing how richly Disney was rewarded for gambling on Marvel, and the prospect of adding Star Wars to their IP portfolio comes up? Nobody makes a play for the franchise?